Research Article
The Role of Perceived Value on Tourist Loyalty: Case Study on Nature Tourism in Indonesia
@INPROCEEDINGS{10.4108/eai.22-7-2020.2307922, author={Wahyono Wahyono and Bayu Wiratama and Angga Pandu Wijaya}, title={The Role of Perceived Value on Tourist Loyalty: Case Study on Nature Tourism in Indonesia}, proceedings={Proceedings of the 3rd International Conference on Economics, Business and Economic Education Science, ICE-BEES 2020, 22-23 July 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2021}, month={5}, keywords={experiential marketing facility accessibility perceived value customer loyalty}, doi={10.4108/eai.22-7-2020.2307922} }- Wahyono Wahyono
Bayu Wiratama
Angga Pandu Wijaya
Year: 2021
The Role of Perceived Value on Tourist Loyalty: Case Study on Nature Tourism in Indonesia
ICE-BEES
EAI
DOI: 10.4108/eai.22-7-2020.2307922
Abstract
Tourist loyalty is the primary aspect to determine future visits. Moreover, a loyal tourist will promote a certain destination to their colleague, therefore potentially enhance the number of visitors. Previous research affirms that the critical point to form loyalty is experience, accessibility, facilities, and perceived value. This research novelty aims to ensure the previous studies inconsistency on the relationship of experiential marketing, facilities, accessibility, and tourist loyalty. This study adopts the disconfirmation theory framework to discover comparison tourist's willingness to sacrifice and experience. High perceived value when visiting tourism destinations will affect tourist loyalty. This study involved 116 respondents who visited the Umbul Ponggok which represents nature tourism destination in Indonesia. The results showed that experiential marketing, facility, and accessibility have a direct influence on tourist loyalty, on the other hand, perceived value mediates the relationship of experiential marketing, facility, and accessibility to tourist loyalty. This study indicates that perceived value partially moderates independent variables to tourist loyalty. This study implies that there are tourists who are impressed by tourism destination with reasonable expenditure, thus forming loyalty. On the other hand, adequate facilities and tourist destinations access easily are contribute to shaping tourist loyalty.
